UEFA Champions League Festival 2019, Madrid

// UEFA

The brief

To plan and produce a 4-day UEFA Champions Festival across 3 sites in Madrid city centre, alongside the UEFA Champions League Final 2019.

photo showing crowds at concert

Key objectives

  • Full event management and production including: 
    •     Site & design management
    •     Stage production
    •     Production of the Ultimate Champion's Pitch
    •     Commercial Partner Management
    •     Design and branding management
    •     Exhibition management
    •     Security management
    •     Event filming
    •     Artist booking & contracting

Insight

Having been involved in producing the stage content for the UEFA Champions Festival in Cardiff (2017) and Kiev (2018), we were fortunate to have a good understanding of the event prior to making the step up to full event management. With this foundation in place, we were able to concentrate on taking the format of the festival and apply it to a new location - Madrid. One of the main challenges that faced the team was the limited space available for 3 event sites in Madrid. The Ultimate Champions Pitch, Champions League Trophy Display and Jersey Exhibition are all foundation components of each festival, and each element necessitated a bespoke solution due to the space restrictions, with the team casting their net beyond Spain to build relationships with suppliers and partners across the UK, Iberia and as far as Ukraine.   

One of the most important elements was the management of Commercial Partners (Mastercard, PepsiCo, Heineken, Expedia, Nissan, Sony PlayStation, Gazprom and Santander), who were activating their brands across the festival. 

Solution

With space at a premium, our team had to design the site to maximise the available space across 3 interconnected public squares – whilst allowing for safe audience flow and distribution of the available activation sites for Commercial Partners. With over 600'000 visitors passing through the festival over the 4 days, this was incredibly important.

We constructed a bespoke structure over a historic fountain on Puerta del Sol, which provided an elevated platform on which to place the Champions League Trophy Display – the festival’s most popular attraction. Working with PepsiCo, we used our background as music promoters to contract global superstar duo Dimitri Vegas & Like Mike on their behalf. We also undertook the production planning for the rest of the Main Stage artists across the 4 days, including Columbian superstars Sebastian Yatra and Carlos Vives. 

A highlight of the festival is the Ultimate Champions Tournament, where legends of the game such as Roberto Carlos, Luis Figo and a host of other former stars battle it out on the Ultimate Champions Pitch for the amassed crowds. This required us to produce a bespoke 5-a-side football arena upon the historic Plaza Mayor, working with Spanish, Portuguese and Ukrainian suppliers. We also took over the iconic Real Casa de Correos for 4 days, in which we produced the UEFA Legends Shirt Display, and the #EqualGame Zone – UEFAs social outreach initiative. 

Our TV filming team were also onsite to capture footage of the event on UEFAs behalf, producing daily highlight films for UEFAs social media channels and official website.

In summary, the 4-day festival programme included

  • 40+ Musical Acts across the Main Stage
  • Bespoke Football Arena hosting 4 days of sessions and the televised Ultimate Champions Tournament
  • Bespoke Champions League Trophy Display
  • 3 x Exhibitions 
  • 8 x Commercial Partner Activations
  • A UEFA Superstore and Merchandise Trailer

The festival itself was the most successful edition in its 10-year history, with the police estimating a staggering 600’000 visitors passing through the event across 4 days. The Ultimate Champions Tournament alone gained 6’000’000 views on the UEFA Facebook profile.